How to Win at the Business of Sport in the Age of Social Good
There’s a revolution underway across the world of business. It’s being driven by people who want to work for, buy from, invest in, and advocate for organizations that stand for something more than just profits. It is becoming more and more clear that organizations need to embrace the idea that you can do good while doing well.
The business of sport is not immune to this trend. Whether you are operating a sports brand, property, athlete(s), or nonprofit, you can choose to either embrace this new reality and succeed, or you can avoid it and become irrelevant.
Which do you choose?
Written for aspiring and active executives working in the business of sports, Legacy Sport is an accessible and informative guide to helping you navigate this new business world while teaching you how to execute strategies that could make your organization thrive while making a positive difference in the world - socially and/or environmentally.
WHAT OTHERS ARE SAYING:
Little else speaks to people in a way that sport does. The sentiment behind this book is all-important as an inspiration for the sporting world to realise its full potential as a force for good. - Alan Jope, CEO, Unilever
The power of sport stirs the soul of the athlete, the fan, the community, even the world. Now is the time for sport's ecosystem to unleash its massive influence to engage for good. Legacy Sport illuminates the path along this critical journey. - Carol Cone, CEO, Carol Cone ON PURPOSE
There is now momentum for sport to act as a powerful force for good. There is money. There is passion. And there are a lot of people involved to initiate the movement towards shaping a better tomorrow, a better planet, better people being able to live together and act together so that we can move the needle towards a better world.” - Florence Darquie-Bossard, Global Marketing Director, Danone
Sport really should embrace and own its ability to create change on a massive scale because of its ability to touch so many people meaningfully. To me, it makes sport the greatest untapped resource on the planet right now.” - Kirk Souder, Co-founder, enso
Sport needs to be, not just great value, but have great values too. Sport has to be adding something of benefit to the world.” - Lesa Ukman, Founder, Pro Social Valuation
This book shows you why purpose matters in sports and how you can harness the power of purpose for social good and competitive advantage. If you read only one book on purpose in Sport - this is the one! - John Izzo, Author of The Purpose Revolution
Our research shows us that sustainability is one of the areas that consumers, particularly young consumers, are most interested in. If you merge sustainability with sports you have twice the chances of success. - Ricardo Fort, Head of Global Sponsorships, Coca-Cola
People want to feel a sense of belonging, they want to feel connected to their city and to other people, to a shared endeavor and I think that opens up massive business opportunities as well as social impact opportunities for sport. - Sebastian Buck, Co-founder and Strategic Lead, enso